Best New Product – Small Domestic Appliances
Product: RKW
Manufacturer: Tower PureSteam Infinity Xpress Steam Generator Black & Gold
Entry Statement
Ironing remains one of the most time-consuming household tasks, so consumers are increasingly looking for appliances that make the process faster, easier and more consistent. While steam generator irons offer strong performance, many still come with common frustrations, including limescale build-up, manual temperature adjustment and ongoing maintenance. This creates a clear opportunity for a high-performance steam generator that delivers powerful results with less user intervention.
The Tower PureSteam Infinity Xpress Steam Generator Black & Gold was developed to address these challenges. Combining powerful 8-bar pressure with a 160g/min continuous steam output and 600g/min steam boost, it delivers fast, effective crease removal across a wide range of fabrics.
A key innovation is its AI Auto Limescale Attack System, which actively detects and removes limescale and water impurities by flushing them into a separate dirty water tank. This helps maintain consistent steam performance over time while removing the need for manual descaling, one of the most common pain points in the category.
Ease of use is further enhanced through One Temp Technology, which maintains a safe, optimum temperature for all fabrics. This removes the need for constant adjustment between garments and helps reduce the risk of fabric damage. The large dual tank system, including a detachable clean water tank for easy refilling, also supports longer, uninterrupted ironing sessions.
Performance is complemented by a Ceraglide NanoElite soleplate, designed to glide smoothly across fabrics and deliver up to 30% faster ironing. Additional features, including vertical steaming, auto shut-off and a safety transport lock, provide further convenience and flexibility for everyday use.
Marketing support has focused on communicating the product’s premium feel, ease of use and long-term performance benefits. A clean, high-end corporate video was developed to showcase the iron’s key qualities in under two minutes, with particular focus on its powerful steam output and AI Auto Limescale Attack System. This was supported by influencer-led demonstrations showing speed, ease of use and consistent results across different fabric types, helping to communicate the product’s benefits in both a polished and relatable way.
The Tower PureSteam Infinity Xpress Steam Generator stands out by combining intelligent limescale management, high steam performance and simplified fabric care. By reducing maintenance and removing guesswork, it delivers a faster, easier and more reliable ironing experience that directly responds to modern consumer expectations.
Entry ID: 5680
